There is a in the number of affluent individuals in India, leading to an increased willingness to spend on luxury items, consequently causing premium brands to experience heightened demand. Numerous foreign brands spanning various sectors such as FMCG, apparel, and automobiles are flocking to India to capitalise on the emerging luxury market. Among these, Tata Motors-owned British brand Jaguar Land Rover (JLR) has announced plans to commence assembly of the flagship Range Rover model and the Range Rover Sport in India, marking the first time these models will be produced outside the UK. This decision comes as a response to the growing luxury car market in India, with local assembly expected to result in an 18-22% price reduction, enhancing the company's competitiveness. Furthermore, JLR aims to introduce approximately six new models from its portfolio, including both internal combustion engines and electric vehicles, as part of its strategy to leverage the increasing number of high-net-worth individuals in the country. This initiative represents the most aggressive expansion effort by JLR since its entry into the Indian market in 2009. The luxury car market in India has witnessed significant growth, with sales reaching a record high of 42,731 units in CY2023, a 20% increase year-on-year. This trend is attributed to rising disposable income and the inclination of buyers to upgrade post the Covid-19 pandemic. Anticipated launches and escalating aspirations are expected to sustain this momentum in 2024. Furthermore, 2023 saw record sales for super-luxury cars priced above Rs 20 million, with Lamborghini and Porsche reporting notable increases in sales. The increasing affluence and penchant for adventure among Indians have prompted global luxury automakers to expand their SUV offerings, incorporating advanced technology, electrification, and luxurious features to appeal to the elite segment in India. Luxury car manufacturers such as Mercedes-Benz, BMW, and Audi are gearing up to introduce several new sport-utility vehicle models in response to evolving lifestyle trends and changing preferences of affluent Indian consumers. SUVs priced above Rs 5 million currently constitute a significant portion of sales for these companies, with their versatility and commanding road presence gaining popularity over luxury sedans. Mercedes-Benz, boasting the largest SUV portfolio, experienced a 41% growth in sales in Q1 2024, driven primarily by robust demand for its GLA, GLC, GLE, and GLS SUVs. The company attributes this surge to an increasing preference for road trips among customers, whether for business or leisure purposes. JLR India also witnessed a substantial increase in sales, particularly led by its iconic SUV Range Rover. According to data from Jato Dynamics, the share of SUVs in total luxury personal vehicle sales has seen a steady rise, reaching 59.5% in FY23-24, while the share of luxury sedans has declined to 34.2%.